Value proposition is clear in <3 seconds
Headline answers: what is this, for whom?
Customer Journey
Customer
Journey Audit
Follow the experience from arrival to advocacy and find exactly where momentum, trust or conversion breaks down.
01
Arrival — First 10 seconds
Does the visitor instantly understand where they are?
Page loads under 2 seconds on 4G
Check with PageSpeed / Lighthouse
Mobile layout is flawless, no horizontal scroll
Test at 390px width
No aggressive popup before value is seen
Delay 30s or 50% scroll
Brand feels consistent & credible
Logo, typography, photography aligned
02
Discovery — Wayfinding
Can they find what they came for without thinking?
Primary navigation labels use customer language
Avoid internal jargon like 'Solutions Hub'
Search works and shows suggestions
Empty state, typo tolerance
Clear hierarchy: 1 primary CTA per viewport
One dominant button, rest secondary
Breadcrumbs or back-path on deep pages
Especially product / docs
Filters / categories actually narrow results
Show active filter count
Important content above the fold on desktop & mobile
No key info buried below 800px
03
Evaluation — Trust & Comparison
Does the site answer doubts before they become objections?
Social proof visible near decision points
4.8★, logos, real UGC near pricing/CTA
Pricing is transparent (no 'Contact sales' trap)
Show ranges, what's included
Comparison or 'Is this right for me?' helper
Table, quiz, or use-case selector
Objection handling: FAQ, guarantees, policy
Cancel anytime, refunds, security
Real product preview (demo, video, screenshots)
Not just illustrations
Reviews are recent, specific, and not cherry-picked
Include 3-star with response
04
Conversion — Frictionless Action
Can they complete the job with minimal effort?
Checkout / signup is <3 steps
Progress bar shown
Guest / no-card trial option exists
Or Apple/Google one-tap
Form errors are inline and helpful
No 'something went wrong' after submit
Payment feels secure + keeps discounts
Badges, coupon persists, no reload loss
Confirmation gives next step & dopamine
What happens now + first win
05
Return & Advocacy — After the visit
Will they come back and bring others?
Follow-up email is useful, not salesy
Value recap, not just 'You left something'
Easy way to resume where they left off
Saved cart, recent views, continue
Shareable moment (streak, result, referral)
One-tap story / link
Help is reachable in <10s from anywhere
Chat, help center, not hidden
Unsubscribe / cancel is honest and easy
No dark patterns